It’s fascinating how many businesses still rely on generic unique selling propositions (USPs) that aren’t actually unique at all. In my recent Talk Commerce conversation with Chantal Cornelius, founder of Apple Tree Marketing, we dove deep into this challenge and explored a fresh perspective on standout marketing strategies for today’s crowded market.
The Journey to Standout Marketing Strategies
After 25 years in marketing, Chantal noticed a pattern: coaches and consultants were all using the same language to describe their services. “I help you get from where you are to where you want to be” became a universal, yet ineffective message. This observation led her on a nine-year research journey, culminating in her new book “Standout Strategies.”
The Five Emotional Strategies That Make Businesses Stand Out
During our discussion, Chantal revealed the five core strategies she’s identified:
1. Certainty
This strategy focuses on being a safe pair of hands. Businesses using this approach emphasize reliability and consistency – think McDonald’s, where customers expect the same experience every time.
2. Connection
This strategy builds on creating a sense of belonging. It’s particularly effective for networking organizations where members want to feel part of something bigger than themselves.
3. Contribution
Perfect for charities and purpose-driven organizations, this strategy helps customers feel they’re making a difference in the world.
4. Growth
This approach appeals to clients seeking personal and professional development, emphasizing excitement, empowerment, and freedom.
5. Significance
This strategy caters to those wanting to be heard and respected, focusing on helping clients make a bigger impact.
Finding Your Strategy: A Personal Insight
What struck me most during our conversation was Chantal’s candid admission about her own business. She initially thought growth was her strategy, but customer feedback revealed they valued her as a “safe pair of hands” – certainty was her true strength. This highlights an important lesson: sometimes our perception of our business differs from what our customers truly value.
The AI Factor in Modern Marketing
We also discussed the role of AI in marketing, and Chantal shared an interesting perspective on using AI tools while maintaining authentic human connection. She emphasized that while AI can help create content, it’s crucial to maintain your unique voice and emotional connection with your audience.
Takeaways
The insights Chantal shared remind us that successful marketing isn’t just about what we do, but how we make our customers feel. Whether you’re a solopreneur or running a larger organization, understanding your emotional strategy can be the key to truly standing out in your market.
Want to learn more? You can find Chantal’s book “Standout Strategies” on Amazon or visit appletreeuk.com to take the free strategy assessment test.
Listen to other episodes about marketing strategy here
Listen to another episode with Chantal here
